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iDTV
Strategic opportunities, consumer’s
behavior and business models
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   … thank you for ...
New Ways of using Media




Contact us
Saky Kourtidis
saky.kourtidis@cleverwood.be
+32 496 15 18 53
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iDTV in Belgium : Strategic opportunities, consumer’s behavior and business models

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In the current context of digitalization and technologies convergence, a radical change is occuring in the world of Marketing and Advertising. At Cleverwood, we believe the radical change will be particularly important for the Television, this industry is facing big challenges and traditionnal Broadcast probably has to be re-thought.

Due to this growing complexity and the difficulty to anticipate the rapid technological evolutions, future is blur and many questions are raising for the entire ecosystem in this sector:

Is interactive digital television a commercial and strategic opportunity ?
What are the possibilities to bring new revenues ?
Is interactivity a response to technologies convergence and why this interactivity is changing consumer behavior ?
Are traditional business models changing and what will be the future ones ?
...
With all those questions in mind, Cleverwood asked Saky Kourtidis to take the opportunity of his traineeship in 2009-2010 to produce a white paper taking a deeper look at these radical changes.

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Transcript of "iDTV in Belgium : Strategic opportunities, consumer’s behavior and business models"

  1. 1. iDTV Strategic opportunities, consumer’s behavior and business models
  2. 2. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Context Saky Kourtidis 23 years old Currently studying Business Engineering 2nd Master years at ICHEC Management School of Brussels Context of this work Mission at Cleverwood as a Trainee Business Consultant
  3. 3. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Methodology PHASE 1 Problematic definition, sector apprehension, questions preparation & Strategic persons identification PHASE 2 Planification and organisation of interviews Selection of questions most adapted to expertizes analysis of feedbacks and In depth PHASE 3 documentations: studies, blogs, social medias, … PHASE 4 White paper redaction and Friday session preparation
  4. 4. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion thanks to… Laurent Kinet Managing Partner Early Stage Olivier Beaujean Managing Partner Cleverwood Fabian Tilmant Senior Media Consultant and Partner Cleverwood Robbie Cop Product Manager Interactive Marketing WDM Belgium Geneviève de Bueger Responsable Unité Télévision CSA Patrick Janssen Fondateur Ebuco Digital David Geerts Project Leader Mediacenter Thierry Briers Marketing Manager Belgacom TV Mariana Cocirdan Expert en télécommunications AWT
  5. 5. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problematic Digitalization Context « Broadcast » has to be rethinked Complexification, radical changes Problems Future is blur Objectives of the work iDTV as an opportunity ? Strategic, marketing, business models How ? analysis
  6. 6. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Digital conversion Europa More than 50% of the West Europa West Europa have digital TV population > Boosted by TNT success in France, Spain, Italy and UK (Source: International Key Fact, Group RTL)
  7. 7. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Digital conversion France One of the best reach in Europa > More than 70% have digital TV > only 17% are still dependent of analogical reception (Source: International Key Fact, Group RTL)
  8. 8. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Digital conversion Belgium Good evolution since 2006 > 1.600.000 customers/4.735.000 > Emulation between Telenet and Belgacom TV (Source: International Key Fact, Group RTL)
  9. 9. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Digital conversion > Audience fragmentation Effects of digitalization and > Media consumption technology evolution convergence on > Competition television industry intensification > Dynamic market
  10. 10. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Digital conversion « A radical change is occurring in the world of Marketing and advertising » (Source: Michael.Seaton)
  11. 11. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Audience fragmentation More and more products In 20 years, innovation has increased by 1500% (Source: Willemarck More choices
  12. 12. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Audience fragmentation More Media Today • hundreds of radio stations • thousands of magazine titles • more than 80 TV channels/home And the Web…. • Millions of sites • Billions of pages No real mass media anymore… (Source: Thierry Briers)
  13. 13. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Audience fragmentation New medias Example: YouTube 13 hours of movies uploaded per minute 412 years to watch all the movies on Internet (Source: InSites Consulting)
  14. 14. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Audience fragmentation More access
  15. 15. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Audience fragmentation Customers are not listening anymore (Source: Thierry Briers)
  16. 16. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Audience fragmentation “L’abondance de l’information engendre une perte d’attention” Herbert Simon > Comment capturer l’attention du consommateur? > Comment cibler les efforts publicitaires ? > Comment fidéliser ? (Source: Alain Ejzyn)
  17. 17. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Media Consumption Evolution Need for more implication, interactivity Implication Media Time Mobility Consumptio Interactivity control n
  18. 18. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Media Consumption Evolution Possibilitiy & Need to control the time Implication Media Interactivity Time control Mobility Consumpti on
  19. 19. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Media Consumption Evolution Need for mobility Implication Media Time Interactivity control Mobility Consump tion
  20. 20. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Media Consumption Evolution Media Consumption Matrix (Source: IBM Consulting services) Open Content Access Limited passive Consumer Media Control involved
  21. 21. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Dynamic Market dynamic Television market is > Growing demand projections Growth factors > Technology convergence > Competition intensification > European uniformization > Consumption evolution > IPTV developement (Source: PWV, Global Entertainment and Media Outlook: 2009-2013 forecasts)
  22. 22. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Dynamic Market More and more channels & movies in High Definition (Source: Thierry Briers)
  23. 23. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Dynamic Market Example: Belgacom 70 & 90 Between channels in basic offer & up to 40 extra channels available in option (Source: Thierry Briers)
  24. 24. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Dynamic Market …and TV is a media with a significant economic power Persuasive Activation power Passionating (Source: International Key Facts, Group RTL)
  25. 25. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Competition Intensification Internet, the main threat for TV ?
  26. 26. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Competition Intensification Microsoft projections ? (Source: Microsoft) June 2010 Internet consumption > 14,2 hours/week > TV consumption > 11,5 hours/week
  27. 27. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Business Model of traditional TV ? How will advertising budget evolve on TV
  28. 28. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Business Model of traditional TV ? Example: UK Advertising budget on Internet (23,5%) OVERTAKES Advertising budget on TV (21,9%) (source: the Guardian)
  29. 29. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Business Model of traditional TV ? Example: in Belgium 55% of advertisers will invest less on TV advertising 37% of advertisers will invest more on Internet advertising (source: UBA)
  30. 30. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Business Model of traditional TV ? …so… business models of traditional TV is threatened
  31. 31. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Business Model of traditional TV ? Why ? • Media environment more and more fragmented • TV is expensive compared to other media • Need for more targeting • Need for measurability • Not adapted to consumption evolution > Possibility to « skip » advertising
  32. 32. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Business Model of traditional TV ? “Why would you change your media choice ?” (Source: The House of Marketing) BUZZWORDS !
  33. 33. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion What about iDTV ? ? iDTV as a leverage of television Interactivity as an industrial response to digitalization and communication technology convergence ?
  34. 34. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Interactive Digital Television Digital Specific diffusion of Techniques programs Interactivity Digital iDTV
  35. 35. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Interactive Digital Television iDTV advantages (Source: AWT) • Possibility to have more programs • Interactivity: TV games, instant message, vocal communication • Programs management • T-business • Interactive advertising • On-demand • Participative TV • …
  36. 36. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Interactive Digital Television iDTV reach Wallonie Vlaanderen (Source: Digimedia)
  37. 37. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Interactive Digital Television iDTV reach Main actors (Source: Trends)
  38. 38. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Interactive Digital Television thanks to iDTV reach….
  39. 39. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view
  40. 40. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view Value Chain Editeurs - Chaînes Distributeurs - Producteurs TV Opérateurs Majors Public television Fixe (cable + IPTV) Content producers Foreign public television + + CABLO TV channels TNT Private television Satellite
  41. 41. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view Producers Opportunities Threats New revenues opportunities Competition intensification More diffusion More and more channels New types of content Telecoms • Ultra-Thematic production Content specialization • Games •… Audience fragmentation On-demand New trend Cost reduction
  42. 42. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view Edition - Channels Opportunities Threats New revenues opportunities Advertising revenues Keep content alive Emergence of Telecoms On-demand New advertising models managed by Telecoms ? Brand image - Notoriety Contact and communication with Dependence on technology consumer Rights management
  43. 43. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view Cablô & Telecoms Opportunities Threats Control on technology New entrants Technology convergence European uniformization Strong actor Global actors such as Apple TV, Microsoft Media Center, … Commercial opportunities Business models development based on identification tools
  44. 44. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view Strategic •Poor entry barriers TELECOMS •Technology = important reach power •Financials power Power •Belgium = cabled market CABLÔ •Regional monopoles of actors •Can fusion and take market shares •Determining rythme of development CONSUMERS •Behaviour is changing and take importance • market = oligopole •Good position on the market CHANNELS •Know how •Take actively part to market development •Quality is essential •Brand imange, Noteriety •Is the basis of all PRODUCERS •Indispensable •Can adapt easily to consumer needs
  45. 45. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view 3 Big TRENDS ?
  46. 46. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view 1. Importance of Telecoms Take increasingly more importance in the value chain Who is controlling technology is a strong actor ! Example: Belgacom Editeurs - Chaînes Distributeurs - Producteurs TV Opérateurs
  47. 47. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view 2. Market consolidation Convergence around 3 sectors: TV operators, Telecoms and content providers Natural merging phenomenon Example: Mergers that have created Telenet and Voo
  48. 48. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Strategic point of view 3. Market confusion Strategy volatility of the different actor Future = blow, difficult to predict
  49. 49. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view What about CONSUMER behaviour ?
  50. 50. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view Consumption evolution Passive Active Control Choice Access Implication Consumption in group Individual consumption Fix Mobile
  51. 51. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view Consumer POWER is on the raise (Source: P. Willemarck)
  52. 52. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view interactivity Consumer Centric Consumer POWER WEB 2.0 Approach Reversing market Consumers are creative
  53. 53. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view ...is it the same on TV ? It is only the beginning …
  54. 54. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view Impact of TV interactivity on consumer behaviour ?
  55. 55. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view Interactivity >< Intrusion Personalization > Autonomy in the research of contents and time control User-generated content development and participative TV
  56. 56. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Marketing point of view is changing Interactivity consumer behaviour ! (e.g. web)
  57. 57. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Looking for business models « where is the money ? »
  58. 58. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for Value for consumers iDTV advertisers
  59. 59. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for consumers 1 More control PVR, “pause live TV” and “instant rewind”
  60. 60. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for consumers 2 More choices, more personalization PVR, On-demand
  61. 61. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for consumers 3 Richer experience Participative TV via red button
  62. 62. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for consumers 4 Passive or active, the consumer can choose
  63. 63. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for advertisers 1 Differentiation Customizable TV Interfaces • personalized design • interactive • improved user experience • intuitive browsing … (Source: Thierry Briers)
  64. 64. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for advertisers EXAMPLES of Customizable TV interfaces
  65. 65. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for advertisers 2 Measurability
  66. 66. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for advertisers 3 Targeting
  67. 67. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Value proposition of iDTV Value for advertisers 4 Creativity & Loyalty
  68. 68. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Business Models is blur !
  69. 69. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Advertising investments on iDTV = POOR Largest media usage (Source: the house of marketing)
  70. 70. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? why ? Consumers issues Advertisers issues
  71. 71. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? WHAT are the Advertisers issues ?
  72. 72. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Traditional vision of Media > Necessity to change minds > Need for an evangelization process
  73. 73. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Roles of iDTV advertising stakeholders are unclear Who is doing what in the process ? Who is responsible for the project flow ? Who will take the lead ? (Source: InSites Consulting)
  74. 74. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Roles of iDTV advertising stakeholders are unclear > Agencies indicate a lack of information on who contact to set up an iDTV campaign > Other stakeholers think agencies should consider iDTV more (Source: InSites Consulting)
  75. 75. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Roles of iDTV advertising stakeholders are unclear > Operators are perceived as the stakeholders with a lot of information and knowledge but their role and responsibilities are not clearly defined > Broadcasting stations indicate they are willing to take the lead (Source: InSites Consulting)
  76. 76. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Impact of iDTV advertising in Marketing Mix is unclear Advertisers need to know more precisely the impact of the interactive advertising on consumer behaviour (Source: InSites Consulting) > Psychological relation between brand and viewers > Impact on brand image >…
  77. 77. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Lack of figures & cases Advertisers wait for facts and figures, positive cases that would justify budgets investments…. > “Wait and see approach” (Source: InSites Consulting)
  78. 78. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? iDTV advertising costs are not transparent > Perceived as very expensive compared to good performing and well known traditional Advertising Some argue that Internet advertising targets the same type of audience in a cheaper way (Source: InSites Consulting)
  79. 79. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? iDTV advertising costs are not transparent Lack of clarity about the money flow between the different stakeholders (Source: InSites Consulting)
  80. 80. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? ? WHAT are the consumer issues
  81. 81. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Users have not yet developed a red button reflex > “Yet a marginal number of people are interacting with TV” (Source: Thierry Briers)
  82. 82. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Users are not informed enough about the possibilities offered by interactivity on TV
  83. 83. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Problem ? Difficult to find business models based on advertising and collect enough figures when users have not adopted iDTV…
  84. 84. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions How to find ...
  85. 85. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Set up a clear manual Defining responsibilities and roles of the stakeholders Opt for a cross-industry dialog Room for discussion and collective solution resulting in a common belief Set up transparent pricing models Clarifying money flow, having clear offerings
  86. 86. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Stress uniqueness of iDTV advertising Positioning as a separate advertising technique with different impact and specific advantages >Broaden the ROI arguments iDTV advertising needs more arguments than the sole promise of a consumer pressing a redbutton. It is also about being perceived as innovative, enhancing awareness, creative, offering entertainement, … (Source: InSites Consulting)
  87. 87. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Continuous research consumer impact What is the impact of good iDTV campaign ? Tracking data are needed (Source: InSites Consulting)
  88. 88. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Example Experiment with consumer incentive > Different incentives as a return for the consumer’ interaction result in different impact. > Experimenting with different types of incentives and sharing the results with other stakeholders > Creating best practices database. (Source: InSites Consulting)
  89. 89. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Red button campaign Studies in Belgium and Europa : factors influencing « click behaviour » 1. High click rate if visual call to action is supported by an audio message 2. Annoncing the interactive spot before is more efficient 1. Clear call-to-action 2. Avoiding call-to-action targeting only to reach viewer looking for price reduction (Source: IAB Belgium, Marketing Book 2010)
  90. 90. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Report & shares: construction of successfull cases > A quick win and one of the key factors that influence general adoption of iDTV advertising is sharing detailed results and concrete outcome of successful interactive tv campaigns. (Source: InSites Consulting)
  91. 91. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Interactive solutions adapted to television >Television is different from Internet >Taking into account all the parameters defining the television consumption context
  92. 92. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions People look for People look for entertaining formal >< information information on on Television Internet (Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV))
  93. 93. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions People view Television People browse in group >< individually on Internet (Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV))
  94. 94. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions People look for simplicityon TV => importance of ergonomy « Le consommateur ne consomme pas un produit mais une expérience » (Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV)
  95. 95. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Viewers use a Viewers use a Remote control on TV >< keyboards on computer importance of optimizing navigation only with « arrows » and « ok » button. (Source: Prof. Dr. De Groof, Sociability Heuristic for interactive TV))
  96. 96. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Minimising Intrusion & be discrete
  97. 97. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Suggestions Choice to interact
  98. 98. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities What are the opportunities and the future business models for iDTV
  99. 99. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Content New revenues from Advertising
  100. 100. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Content VoD More and more consumers are familiarizing with paying on-demand content Boosted by general media consumption evolution & new generation of Digital Natives
  101. 101. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Content VoD Example: Telenet (2008) 20 millions of paying downloads (+ 81%) Average of 3,5/month/user
  102. 102. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Content VoD 4 types of business models • Temporary download: location model • Definitive download • Fee model • Free download (advertising model)
  103. 103. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Content VoD In Belgium Location model = dominant Main actors: Telenet & Belgacom « Success will depend on volumes development, prices evolution & sharing between sells on computers and on iDTV » (source: Digimedia)
  104. 104. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Advertising What is interactive advertising on digital TV ?
  105. 105. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Advertising Use Online & interactive digital TV platforms to communicate with viewers and promote brands, products, services, … (Source: Thierry Briers)
  106. 106. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Advertising Interactive advertising on iDTV also creates a new bridge between traditional TV media and online opportunities contributing to: • Increase online campaign activation • E.g. Send a reminder in my inbox • Offer more content information • E.g. Participate to a contest and win • Generate leads • E.g. Call me for an appointment to try this car • Prolonge viewing experience with the brand • E.g. See the long version of a spot (Source: Thierry Briers)
  107. 107. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities New revenues from Advertising 1. Ad VoD 2. DAL or Dedeciated Advertiser’s Location 3. Interactive visibility – Call-2-action • iADS or interactive Advertising spots • Interactive programs • Bradcaster’s portals 4. Sponsored Programs
  108. 108. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities Ad VoD Traditionnal (or interactive) video ad before (channel) VoD Incrusted in the video or Using Ad Servers (Source: Thierry Briers)
  109. 109. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities What about monetization … Traditionnal Gross Rating advertising Point
  110. 110. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities What about monetization … CPM CPC Cost per Cost per …use web mille click practices to monetize CPA CPL interactive Cost per Cost per acquisitions leads advertising ?
  111. 111. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities DAL’s Dedicated Advertiser’s Location
  112. 112. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities iADS Interactive Advertising Spots Provide access and call-to-action to Advertiser’s site
  113. 113. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities iADS Interactive Advertising Spots Provide access and call-to-action to Advertiser’s site Gross Rating Point Cost per Click (CPC) Cost per acquisition (CPA)
  114. 114. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities Interactive programs Provide access and call-to-action to Advertiser’s site Participative TV & Extended TV voting, playing along with
  115. 115. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities Broadcaster’s Portals on iDTV Provide access and call-to-action to Advertiser’s site
  116. 116. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities Sponsored programs
  117. 117. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion Opportunities … and for the future Enhanced product placement
  118. 118. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion … to summarize Digitalization Technology convergence TV industry is changing Media consumption evolution OPPORTUNITIES Advertising New revenues Strategic positionning iDTV value On-demand but…PROBLEM => advertisers = not confident Business model Experiment experiment Roles description suggestions TV context adapation MONETIZATION …
  119. 119. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion … to conclude « The interval between the decay of the old and the establishment of the new, constitutes a period of transition, which must always necessarly be one of uncertainty, confusion, error, and wild a fierce fanaticism » John C. Calhoun (1850)
  120. 120. Introduction Digitalization Marketing & Strategic point of view Business Models Conclusion … thank you for your attention… What about YOUR suggestions ?
  121. 121. New Ways of using Media Contact us Saky Kourtidis saky.kourtidis@cleverwood.be +32 496 15 18 53
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